The great debate: ongoing training for real estate agents

With NSW set to introduce tougher educational and training requirements for agents, REB finds out if it really is important for agents to continue learning and upgrading their skills.

REB spoke with two network CEOs about the importance of training and how it contributes to the success of an agency.

“For us it’s about making sure that the performance of our agents, of our property managers, is superior to what else is available,” LJ Hooker’s Grant Harrod said.

Mr Harrod said the network puts “a lot of effort” into their training programs.

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LJ Hooker’s famous ‘captains program’ has a stipulation that its participants undergo certain levels of training, a way the brand ensures its top agents are hitting their training targets.

And it’s not just compliance training the agents undergo. Mr Harrod said the network is also focused on teaching agents and offices how to further their careers and get more from their business.

“That’s another feature we work hard on with our offices, taking them on that journey of how do you become an attraction business, how do you become a leader in your market because they’re the ones that hire the best people, they’re the ones that customers want to deal with,” he said.

“Everyone wants to deal with number one or number two. No one wants to deal with number eight or 10.”

Barry Plant’s Mike McCarthy said his company places so much importance on their training programs, it makes them free for franchisees.

“Our philosophy has been very much around recruiting people who are not necessarily experienced in the industry, but who are teachable and trainable and have the right attitude and qualities,” Mr McCarthy said.

“But when you get the right people, right basic training, right attitude and mentoring, and obviously set them up in a good environment, [our results] show what can be done.”

But having strong training programs in place isn’t enough for a network.

“One of the big things we try and do is look at where the market’s going to be in the next six to 12 months and say, ‘OK, how do we need to adjust our training? Is there more of a focus now on getting listings? Or if there’s lots of listings, is it on working with vendors and attracting buyers? Where are the subtle changes that we need to make in our training programs?” Mr McCarthy said.